Female Gen-X, Millennial Opps: Hand & Stone promotes chief brand officer (Score 68)

Sales lead: These DM shifts will affect the company's marketing strategy & could lead to agency appointments. 

• Hand & Stone Massage Spa (H&S) promoted Lisa Rossmann to chief brand officer in September 2023.
  • Rossmann joined the company in 2012 and most recently served as service & product SVP.
• Earlier this year, H&S named Siddharth Desai chief digital & technology officer.
  • Desai is responsible for digital technology, franchise expansion, and brand growth. 

Target demographic: Gen-Xers & millennials with a female skew

The company will likely:

• Seek agency partners
• Ramp up expansion efforts
• Increase ad spend

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: H&S spent around $99k on national TV ads YTD, down 48% from $190.8k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 18% from $353.2k in 2021 to $290.4k in 2022. 
• Ad programming: Today With Hoda & Jenna, Today 1, Access Hollywood, Open House NYC, and SportsCenter. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: H&S spent approximately $344.1k on digital display ads YTD, an 11% increase from $311.3k spent in this channel during the same time period of 2022. 
• YTD data: 24.5m impressions via YouTube (94%), desktop display (5%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell by 46% from $744.8k in 2021 to $402.5k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, iheart.com, 1043myfm.iheart.com, kissfm.iheart.com, and alt987fm.iheart.com. It placed 2% of these ads indirectly through AdRoll and Google AdX+AdSense onto sites such as rateyourmusic.com, time.com, yourtango.com, tvtropes.org, and timesofindia.indiatimes.com. 

Additional channel insights  

• Vivvix: H&S also invests in OOH, print, radio, and local broadcast.

Agency analysis:

• Opportunity: The promotion may lead to agency appointments, so reach out now to secure top priority.
  • H&S does not currently have any agency partners to the best of my knowledge.